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seven kinds
of people in
the world
W
hilst the rest of the world was partying
in 1969, Dr. Abraham Maslow was
studying monkeys. Monkeys, he found,
always made sure they weren’t thirsty
before looking for shelter, and always
ensured they had shelter before they looked for love
and companionship.
Dr Maslow then went on to study the human beings
around him.
Humans, he found, acted in much the same way. No
human worried about love before they felt secure.
No human sought control before they felt respected
by their peers.
Thus was born Dr Maslow’s famous Hierarchy of Needs.
Young and Rubicam took this hierarchy, and designed a
probing research tool to find out where people stood
within it.
Dr Maslow started by watching monkeys.
The basic motivations within
Maslow’s Hierarchy of Needs The result was a segmentation system powerful enough
to segment all mankind, and deep enough to understand
all mankind’s basic motivations.
Because Young & Rubicam also asked what brands
people bought and how they felt about them, the
system also became a way of understanding the deeper
appeals of those brands.
The system accepted that people from different countries
were influenced by their differing cultural backgrounds,
and removed the effect of those backgrounds.
And so it was named the Cross Cultural Consumer
Characterisation, or ‘4Cs’ for short.
4Cs divides people into seven types, depending on their
core motivation. Shades of grey within the types come
from the secondary motivations of their members.
This booklet describes the seven types.
You can find out what type you are by taking the short
online test at http://www.4Cs.yr.com/diys
THE EXPLORER
These people are driven by a need for discovery,
challenge and new frontiers.
Young in nature, if not in reality, Explorers are often
the first to try out new ideas and experiences.
They respond to brands that offer new sensations,
indulgence and instant effects.
In short, difference is what they seek out.
Their core need in life is for discovery.